This Veteran’s Day, there are an estimated 23.2 million men and women who have served in the American Armed Forces. 9.2 million are over the age of 65 (the Silent and Greatest generations and their elders). As we recognize those who have given years (and lives) in service, marketers can and should consider the veteran population as a distinct subgroup of older consumers.
Here are five facts and marketing insights into the “niche” of elder veterans.
1. Veterans are well-educated and place great value on learning.
The “Servicemen’s Readjustment Act of 1944” – more popularly known as the GI Bill – was one of the most popular and transforming government programs of the 20th century. 
“A whopping 51 percent of GIs took advantage of this [educational] provision,’’ [authors Glenn C. Altschuler and Stuart M. Blumin write], “[a]ltogether 2.2 million attended college . . . and 5.6 million opted for’’ vocational training. … Despite serious shortages of student housing and faculty, US colleges expanded to meet the increased demand. The veterans, the authors explain, “earned higher grades than their civilian counterparts.’’
Prior to this bill, higher education was not available to the middle class. After it, the educational system was forever changed and the children of these veterans (the Baby Boomers) pursued schooling in even greater numbers.
2. Senior veterans are adaptable.
In 1951, when my mother started college, her campus was dotted with Quonset huts – temporary housing for the WWII veterans who were pursuing higher education thanks to the GI Bill. Many came with families in tow, and sat in classes with students 7 years younger than they.
Mom says that “for some of these guys, the war was the greatest adventure of their lives.” They returned and pursued opportunities with zeal. For most, this attitude has not changed with aging.
